China’s EV NIO startup is using Apple’s playbook to take on Tesla

Chinese electric car startup NIO thinks it can take on Tesla and the auto industry by using similar strategies that Apple used to dominate the market share for smartphones. While many consumers think of Apple's hardware and technology as its key differentiating factor, NIO founder William Li said that Apple's dominance comes down to its high-end user experience, its ecosystem, and its account management system. Now they will apply the same method focusing on building an ecosystem of products and services beyond just the car that make it harder for consumers to switch brands and lock people into using the company.